SMMW How to Measure Social Media ROI (45 Min)

Beach Body Metrics

• Engagement Software
• Web Analytics
• Marketing Automation
• CRM

Questions

Why is this SO Hard?

We are making it hard

Conclusion

We don't understand

Advertisers don't understand

Set up Google Analytics

Start Using Custom URL Parameters

Redefining ROI

Measure Success

Return on Conversation

Optimize Content

Return on Engagement

Work Smarter

Why Does This Matter

The report says that many CEOs have marketing departments “purely out of tradition” and have “made the conscious decision not to expect more from marketing than branding, look/feel good ads and promotions”.

More than a third (69%) of CEOs say they have stopped enforcing key business objectives and indicators on marketers because they have “continuously failed” to prove marketing strategies and campaigns delivered business growth - Marketing Week / Fournaise Report

Return on Influence

Not Harder

Create a Summary Dashboard

CEOs think you are a cost of doing business

CEOs think you lack credibility

CEOs don't expect much from you

CEOs think you are fluff stealing from the bottom-line

CEOs think you don't understand business

CEOs think you are failing

CEOs don't think you have influence

Just 20 per cent of CEOs consider their top marketers to be ROI marketers but those that do believe they have a “solid influence” within the organization and could go on to senior management.

CEOs don't want you in senior management

Speaking a Foreign

Language

Merchandise

TV

Radio

New Social Metrics

Membership Programs

SEO

Online Advertising

socialmediaexplorer.com

Events

Email

Link to Success

Looking for Answers

in the WRONG Places

Custom URL Parameters

No SHINY box

How To

No Silver Bullet

Twitter: @Nichole_Kelly

Metrics

How to Measure Social Media

Level Up

Community Management

Business Objectives

live

eat

Align Social Media

to Business Goals

Executives

breathe

AutoDesk

Challenge

• Drive Awareness
• Drive Bookings
• Engage Ski Audience

sales funnel

Cost per

Upgrade Rate

Sales

Revenue

Cost

Community Sign Up

@Nichole_Kelly

Average Revenue Per Customer

Trial/User

Average Licenses Per Customer

Solution

Suite License Conversions

Engagement

Community Members Generated

• Begin Engaging skiers on Twitter and Facebook
• Provide Updates on Ski Conditions
• Show influential skiers at resort

Revenue Generated

Customer Acquired

24/36 Month Customer Value

With 1% of the Marketing Budget Social Media:

• Generated almost 500k different forms of engagement
• Generated a 128% lift in total impressions
• Decreased cost per impression by 23%
• Decreased cost per engagement by 82%
• Decreased cost per website visit by 86%

Align Goals

with Metrics

Challenge

• Purchase habits are shifting from TV to the web
• BeachBody needed to shift to where the conversation was happening...social networks
• But needed to measure results

• Product Trials Are Key to Purchase Decisions
• 3X Use = 2X More Likely to Buy
• Wanted to Drive Product Loyalty by Integrating Social Behaviors

Solution

• Created strategy to engage online customers
• Selected Facebook, YouTube, Twitter, and Flickr as channels
• Established a blogger outreach program

Solution

• Integrated Gaming Elements into Trial Product
• Created Missions for Users to Complete to Drive Use of Training Tools
• Allowed Users to Share Accomplishments on Social Channels

AutoDesk Metrics

• 26,000 mentions
• Reach over 1 million with a tweet

• 40% Increase in Trial Usage

cost per

Beach Body

Engagement

impression

Cost per

Units Sold

click

Brand Awareness

Click

site visitor

Revenue Generated

Engagement

Wowy Upgrades

Impressions

engagement

Site Visit

Revenue by Influencer

inbound

link

Wowy Sign Ups

Reach

Subscriber

subscriber

Sale

Dell

Cost per

lead

Sales

Lead Generation

Propensity to Refer

12 Month Customer Value

Case Deflection

Net Promoter Score

Offer Conversion Rate

Leads

Customer Serviced

Average Revenue Per Customer

Average Purchases Per Customer

Resolution

Conversions

Average Revenue Per Transaction

First call resolution

Path to Conversion

Customer Retention

Cost to Service

Retention Rate

Net Promoter Score

Revenue

• Station Promo
• Social Channel
• Website
• Opt-in Form
• Lead Form
• Purchase